The Uncool Hunters

By Andrew Dana Hudson

Before she settled down into publishing in Minneapolis, before she got taken for a ride by the Chicago AltNormLit scene, before she flared spectacularly out of Silicon Alley, and had her pilot shoot C&Ded by the City of Santa Barbara, and narrowly avoided cryptocollar prison in the floodzone formerly known as Tampa, Rocky Cornelius was a fucking uncool hunter.

She always said it like that, with the “fucking,” because it was important for people to understand how dangerous and difficult the job was. Anyone could hang out in Bed-Stuy, Kichijoji, or the 5th Arrondissement. Anyone could find dope shit, hot trends, hip sub-viral memeplexes. It took a different moxie altogether to trawl the dull edge of the economic machete and actually come to grips with the materiality of majoritarian modern life.

Way Rocky figured, the whole mid-21st century culturesensing apparatus had been fine-tuned to surface niche in-group productpractices that could be brought to masser markets. But inequality had metastasized, and societal fragmentation had reached a critical stage. Global capitalism was a bigass dinosaur with two distant brains. There was a major industry blindspot for what the hell was actually going on in the middle American consumer consciousness. In other words: what nobody was looking at was the stuff everyone was looking at.